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It is based on "the belief that products should be designed to reflect customers' desires and tastes" (Hauser & Clausing 1988). It also is reported to increase cross functional integration within organizations using it, especially between marketing, engineering and manufacturing.
The basic structure is a table with "Whats" as the labels on the left and "Hows" across the top. The roof is a diagonal matrix of "Hows vs. Hows" and the body of the house is a matrix of "Whats vs. Hows". Both of these matrices are filled with indicators of whether the interaction of the specific item is a strong positive, a strong negative, or somewhere in between...
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